Elovena's Green Crown: A Beacon of Sustainability in Finland
March 15, 2025, 5:41 am
In a world where brands often drown in a sea of greenwashing, Elovena® stands tall as a lighthouse of authenticity. For the second consecutive year, Finnish consumers have crowned Elovena as the most sustainable brand in Finland, according to the Sustainable Brand Index. This accolade is not just a feather in their cap; it’s a testament to a commitment that runs deep, like roots of an ancient oak.
Elovena, a brand under the Raisio Group, has woven sustainability into its very fabric. The company’s ethos revolves around the idea that food should nourish both people and the planet. Their approach is not merely about marketing; it’s about action. The Raisio Good Food program serves as a blueprint for their sustainability efforts, focusing on health, environmental impact, and the entire value chain—from farm to table.
But what does sustainability mean for Elovena? It’s a promise. A promise that consumers can choose their products with a clear conscience. The brand has cultivated a relationship with Finnish farmers for over 80 years, creating a network that feels more like family than business. These farmers, many of whom have been partners for generations, grow the oats that form the heart of Elovena’s offerings. This relationship fosters sustainable farming practices, ensuring that the land remains fertile for years to come.
The environmental goals of Elovena are ambitious yet grounded. They aim to reduce their carbon footprint by gathering data on their raw materials and implementing sustainable practices throughout their production processes. As of December 2023, all Elovena factories operate on carbon-neutral energy. This shift is not just a trend; it’s a necessity in a world grappling with climate change.
Elovena’s product range reflects the growing demand for plant-based options. Their offerings, including oat drinks, puddings, and snacks, are designed to cater to health-conscious consumers. Each product is crafted with care, ensuring that it not only tastes good but also aligns with a sustainable lifestyle. Moreover, all packaging is recyclable, further minimizing environmental impact.
However, the landscape of the food industry is ever-changing. Recently, Raisio made headlines by selling its plant protein business, including the Härkis® and Beanit® brands, to Valio. This move, valued at approximately EUR 7 million, marks a strategic shift for Raisio. While the plant protein sector is booming, Raisio’s decision to divest reflects a focus on their core strengths, particularly in the oat market.
The sale of the plant protein business is not expected to significantly impact Raisio’s earnings before interest and taxes (EBIT) in the short term. However, it positions the company to streamline operations and concentrate on what they do best—producing high-quality, sustainable oat products. The transfer of employees to Valio ensures that the workforce remains intact, preserving the expertise that has been cultivated over the years.
This transition is emblematic of a larger trend in the food industry. Companies are increasingly recognizing the importance of specialization. By focusing on their strengths, brands can innovate more effectively and respond to consumer demands with agility. For Raisio, this means doubling down on oats, a crop that is not only versatile but also environmentally friendly.
The Sustainable Brand Index highlights a crucial aspect of consumer behavior: perception matters. While the index does not measure actual sustainability, it reflects how consumers view brands. Elovena’s success in this arena suggests that they have effectively communicated their sustainability narrative. This connection with consumers is vital in an age where trust is hard-earned and easily lost.
As Elovena continues to lead the charge in sustainable practices, they inspire other brands to follow suit. The journey toward sustainability is not a sprint; it’s a marathon. It requires commitment, transparency, and a willingness to adapt. Elovena’s achievements serve as a roadmap for others in the industry, proving that sustainability can be both profitable and principled.
In conclusion, Elovena’s recognition as Finland’s most sustainable brand is more than just an accolade; it’s a reflection of a deep-rooted commitment to the environment and community. As they forge ahead, their focus on sustainable practices and consumer trust will be pivotal. In a world where choices abound, Elovena stands as a beacon, guiding consumers toward a greener future. The brand’s journey is a reminder that sustainability is not just a trend; it’s a way of life.
Elovena, a brand under the Raisio Group, has woven sustainability into its very fabric. The company’s ethos revolves around the idea that food should nourish both people and the planet. Their approach is not merely about marketing; it’s about action. The Raisio Good Food program serves as a blueprint for their sustainability efforts, focusing on health, environmental impact, and the entire value chain—from farm to table.
But what does sustainability mean for Elovena? It’s a promise. A promise that consumers can choose their products with a clear conscience. The brand has cultivated a relationship with Finnish farmers for over 80 years, creating a network that feels more like family than business. These farmers, many of whom have been partners for generations, grow the oats that form the heart of Elovena’s offerings. This relationship fosters sustainable farming practices, ensuring that the land remains fertile for years to come.
The environmental goals of Elovena are ambitious yet grounded. They aim to reduce their carbon footprint by gathering data on their raw materials and implementing sustainable practices throughout their production processes. As of December 2023, all Elovena factories operate on carbon-neutral energy. This shift is not just a trend; it’s a necessity in a world grappling with climate change.
Elovena’s product range reflects the growing demand for plant-based options. Their offerings, including oat drinks, puddings, and snacks, are designed to cater to health-conscious consumers. Each product is crafted with care, ensuring that it not only tastes good but also aligns with a sustainable lifestyle. Moreover, all packaging is recyclable, further minimizing environmental impact.
However, the landscape of the food industry is ever-changing. Recently, Raisio made headlines by selling its plant protein business, including the Härkis® and Beanit® brands, to Valio. This move, valued at approximately EUR 7 million, marks a strategic shift for Raisio. While the plant protein sector is booming, Raisio’s decision to divest reflects a focus on their core strengths, particularly in the oat market.
The sale of the plant protein business is not expected to significantly impact Raisio’s earnings before interest and taxes (EBIT) in the short term. However, it positions the company to streamline operations and concentrate on what they do best—producing high-quality, sustainable oat products. The transfer of employees to Valio ensures that the workforce remains intact, preserving the expertise that has been cultivated over the years.
This transition is emblematic of a larger trend in the food industry. Companies are increasingly recognizing the importance of specialization. By focusing on their strengths, brands can innovate more effectively and respond to consumer demands with agility. For Raisio, this means doubling down on oats, a crop that is not only versatile but also environmentally friendly.
The Sustainable Brand Index highlights a crucial aspect of consumer behavior: perception matters. While the index does not measure actual sustainability, it reflects how consumers view brands. Elovena’s success in this arena suggests that they have effectively communicated their sustainability narrative. This connection with consumers is vital in an age where trust is hard-earned and easily lost.
As Elovena continues to lead the charge in sustainable practices, they inspire other brands to follow suit. The journey toward sustainability is not a sprint; it’s a marathon. It requires commitment, transparency, and a willingness to adapt. Elovena’s achievements serve as a roadmap for others in the industry, proving that sustainability can be both profitable and principled.
In conclusion, Elovena’s recognition as Finland’s most sustainable brand is more than just an accolade; it’s a reflection of a deep-rooted commitment to the environment and community. As they forge ahead, their focus on sustainable practices and consumer trust will be pivotal. In a world where choices abound, Elovena stands as a beacon, guiding consumers toward a greener future. The brand’s journey is a reminder that sustainability is not just a trend; it’s a way of life.